India readies itself for its first 'Blue Film Festival'

Scarecrow Communications and Spykar have put the 'festival' together

ETBrandEquity

November 06, 2015, 09:55 IST

A screenshot from the festival's ad campaign Ad agency Scarecrow and denim brand Spykar have put together 'India's first blue film festival'. But unfortunately for some, it isn't quite what they would assume it to be. For this year's Autumn Winter' collection, Spykar has dyed its denim a shade of indigo and is using the Blue Film Festival digital campaign to promote this collection.

Said Sanjay Vakharia, COO Spykar Lifestyles, “For this year’s Autumn Winter Collection, we used Indigo-dyed fabric that fades with every wash, revealing a new blue every time and decided to call it the Blue Collection. We wanted to come up with an unconventional catalogue that every young person will love to go through, and will also resonate with Spykar’s quirky, edgy and innovative brand personality."

Watch the festival's official trailer here:

The campaign is aimed at the millennial generation who are perceived to be open-minded, liberal, expressive, upbeat and passionate. The campaign's microsite (http://www.bluefilmfestival.com) has a series of cheeky videos that reveal a new nuance of the denim. In fact, despite 'blue films' being associated with sleaze, the brand claims that their catalogue films are provocative yet classy.

Says Manish Bhatt, founder director at Scarecrow Communications said, "Sorry ladies and gentlemen of this cultured nation, sorry mothers and dads who regularly check their children's Facebook walls, sorry moral police, sorry local authorities, sorry censor board and sorry all the sanskari people (including Alok Nath). It was great fun playing a nationwide prank with the youth of India. What better way to grab their eyeballs and make them browse through the video catalogue of Spykar’s new Autumn-Winter ’15 Blue Collection, other than compiling them under the name of 'Blue Film Festival'?”

The brand says that the campaign received the desired eyeballs on the first day itself. Twitter was abuzz with #BlueFilmFestival trending at no. 1 in India. Apart from YouTube, Twitter and the website, the campaign also has a leg on Facebook. (https://www.facebook.com/BlueFilmFestival)